How We Use Brand Archetypes in Copywriting

Brand archetypes are foundational to the brand messaging guides we create for our copywriting clients at EG: Content & Copy. They play a critical role in developing our clients' unique brand voice and personality, brand storytelling practices, and sales and marketing decisions for a profitable business.

Our brand messaging documents, called Brand Messaging Bibles, are also incorporated by many of our clients' web designers and visual brand designers. The archetype report section, in particular, informs visual choices in graphic design, the psychological journey of websites, and more.

In today's video, we'll talk about the brand archetype framework we use at EG: Content & Copy (from the book Archetypes in Branding), share a typical Jung archetypes list, and match all 12 main brand archetypes with examples.

Create a world-class, desirable business with brand messaging and storytelling informed by your brand archetypes!

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0:00 - How We Use Brand Archetypes in Copywriting
3:15 - What are brand archetypes?
6:23 - My two favourite books on brand archetypes
9:09 - The 12 main archetypes
11:25 - Example: Pepsi vs. Coca-Cola brand’s archetypes
13:35 - Specific example with the “Magician”
17:34 - Why even 2 ice cream brands will have different brand archetypes 99% of the time

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👉 Check out our Brand Messaging Bible experience: https://emmagivens.com/brand-messagin...

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RESOURCES MENTIONED:

📕 The Hero and the Outlaw by Margaret Mark & Carol Pearson: https://bookshop.org/shop/emmagivens

📘 Archetypes in Branding - A toolkit for creatives and strategists: https://bookshop.org/shop/emmagivens

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📺 Copywriting for Entrepreneurs:    • Copywriting with Emma Givens  

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I’m Emma Givens, Founder and CEO of the branded copywriting boutique Emma Givens: Content & Copy (EGC&C). I traded in 10+ years of corporate comforts to bring the wisdom and power of brand copywriting to small and medium-sized businesses like yours. 🖋️ Branded content and copywriting will take your business and client experience to the next level of results.

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